This is a new campaign from Imago Ogilvy for the iconic orange juice brand Pipi, which after a long time came back in a new design. With the new bottle design, communication platform was presented in which Pipi keeps the spirit of the golden age, but in a modern way reflects the charm of Dalmatian carefree.
“Pipi is not an ordinary juice. Pipi is the sea, Dalmatia and summer, and that’s why we wanted to show that enjoying the summer, the sea, the sun and the company is what makes Pipi different and special,” said Iva Bokšić, strategic planner at Imago Ogilvy.
Copywriter Ana Burazer added: “The idea behind the campaign comes from the fact that the summer always makes us somehow particularly relaxed. We simply don’t care about anything around us, and what someone might say. We have our own thing… and we don’t give a Pipi. Through various channels, most of them social networks, we invited people to join and share their ‘I don’t give a Pipi’ moments. The most popular regional influencers joined the campaign, whose personalized Pipi bottles triggered an avalanche of positive comments and encouraged their followers to action. Thus the brand and campaign signature became the signature of their own summer moments. The main idea of our campaign is to make the phrase ‘boli me Pipi’ (I don’t give a Pipi) a staple among people and enter it in the conversational language so it would become a statement that best describes the summer state of mind and the philosophy of complete relaxation.”
More about the campaign at: pipi.com.hr.
CREDITS
Chief Creative Director: Igor Mladinović
Innovation Director: Darko Bosnar
Copywriter: Ana Burazer
Strategy: Iva Bokšić
Account Director: Ana Šutić Renić
Account: Ivana Božinović, Maria Šimurina
Design: Marko Gereci, Saša Perić
DTP: Darko Kučina, Nikola Janjić
Web & Social Networks: 1&0
